Curiosity about a multifaceted world
The task that has always made me enthusiastic, and work unstoppably, is to learn about the many different ways of life, whereby people make themselves at home in the world.
To understand what is valuable to people, because it helps them have fun, or set something into motion, or basically just cope.
To see the patterns in how people feel and act. And to explain that in clear terms, whether to a client, students, a journalist or the audience at one of my talks.
Anthropological work on “hygge”
I have a background in social anthropology, which makes me able to investigate and put into words people´s most fundamental values and needs. Those that, if they are satisfied in new and better ways, can form the basis for a groundbreaking commercial success. Besides doing market research since 2003 (CV here), I am an ofted cited expert on the phenomenon of Danish “Hygge”, which I wrote about in my Phd dissertation (2011), and have subsequently explained to the world in talks, articles and interviews in international media such as The Economist and The Guardian. My work on hygge rarely crosses paths with my consultancy work, but it proves my ability to take a fundamental human and cultural phenomenon, that few people are able to define or analyze in depth, and then do that – while also making it comprehensible for laymen.
I have been publishing original research, on how to analyze the contexts of consumption, on hygge and Nordic values, and on social change in Eastern Europe, in leading academic journals. My 2011 article on context (with Professor Søren Askegaard of SDU) is heavily cited within academic research on consumer culture and marketing.
Market research: Interests and experiences
I do market research on a broad range of issues, but look to new technology in particular, and how it changes the way that humans form relations and accomplish tasks. I regularly attend conferences on phenomena such as Artificial Intelligence, Internet of Things and the Blockchain. I am a censor at the Department of Techno-Anthropology at Aalborg University. I had a leading role in designing the program in Market and Management Anthropology at the University of Southern Denmark.
Since 2003 I have been working with innovation and qualitive research, both in agencies as a senior consultant and later a director, and as founder of my own company.
I have a deep and broad experience with the design and execution of all phases of qualitative market research, as well as international project management. My client experience spans across B2B, B2C, public organizations and healthcare.
I have provided insights to some of the world´s largest consumer-oriented corporations, such as Unilever, Arla, Coca Cola, Cadbury Schweppes and a range of technology producers. I have built extensive experience in interviewing doctors, patients and other healthcare professionals, working for a range of global companies in the medical sector. Within industrial innovation, I have been leading B2B customer research and product/service design processes around construction methods and materials. Linnet Research has worked for corporations such as Aalborg Portland, Danish Construction Association, ISS, Danica Property and Deas Housing Management, often in cooperation with Rambøll Management.
Besides consulting, I can be booked to deliver talks on issues around consumption, markets, culture and everyday life in Denmark, including the phenomenon of hygge. I am a dedicated speaker who reaches out to the audience. I take pride in explaining the workings and interrelations of culture, morality, technology and market, doing so in a way that is comprehensible and thought provoking, also to a lay audience.